Abstract:

The demand for OTT Services in India witnessed a stupendous rise, especially during and after COVID-19. Multinational players such as Amazon Prime and Netflix have attracted millions of Indian viewers. This research is an attempt to develop and validate a scale for OTT usage behaviour. Based on the existing literature and previous investigations, a draft questionnaire was designed. By testing it on a sample of OTT users (n=65), factor-wise reliability, and overall construct reliability were examined. By using Exploratory Factor analysis with varimax rotation, three factors (Perceived Ease of Use, Content Variety, and Perceived Experience) were extracted, accounting for a combined variance of 59.2%. Based on these results a revised scale was formulated. This research contributes to a knowledge base on OTT usage behaviour in the post-pandemic era. The study can be used as a base for any further investigations on behavioural aspects related to OTT usage in India.

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